Microblog Entertainment Phenomenon Research

Weibo is a product of the new media era. Taking sina weibo as an example, since the formal operation in 2009, weibo plays an important role in such aspects as the audience participation, agenda setting, opinion guidance. With the continuous development of the We-Media era, emerging media represented by WeChat has brought serious challenges to the development of weibo. At the same time, weibo's propagation mode and style positioning also presents more and more significant trend of entertainment in the process of change and innovation.This article embarks from the communication perspective, using communication theory including the medium metaphor and public area, and combine with two large samples:weibo annual hot topics and hot word. Then, this article makes a detailed collating and interpretation of the system including the background, expression, cause and impact. In the first part, this article cleans up the development of weibo's entertainment from the aspects like concept definition, stage of interpretation and the comparative analysis; As the second part, we make a content analysis and discourse analysis. We selects the weibo annual hot topic and annual hot words from 2011 to 2015 as sample, applying the data statistics, text analysis and discourse analysis approaches to show the characteristics of weibo's entertainment; After that, we discusses the manifestation of this phenomenon, mainly from three levels like the weibo content, the mode of transmission and its application. Meanwhile we combines with some specific cases to analyse this phenomenon; Then from the macroscopic perspective, the perspective of audience and weibo itself these three discusses we expresses the causes of weibo entertainment phenomenon; Finally, the article makes an evaluation on weibo's entertainment phenomenon from both sides. When we make an analysis of the negative influence of entertainment, we should also recognize that its entertainment has the necessary and positive significance for the audience and society. Therefore, for the understanding of the phenomenon, we can neither fully receive nor refuse. The point is how to better balance the tendency of entertainment in the development of the social media like weibo.